The internet has been abuzz of late as we mere humans get to know the latest releases of AI language learning models, such as OpenAI’s ChatGPT - now incorporated into Microsoft’s Bing search - and Google’s competitor Bard.
Whether you think the results are terrific or terrifying, they are undoubtedly impressive.
They also raise questions over to what extent this technology will transform the way we live and work.
AI in Japan
Old Japan hands like to joke about how the country is both technologically-advanced and yet doggedly analogue. Blockchain startups came to Japan as a place to establish offices where they could leapfrog the cashless debate and jump straight into regulated crypto. And yet fax machines continue to beep and churn in the background.
A similar balancing act is being played out when it comes to PR in Japan. Personal networks and relationships cultivated over the long-term still reign supreme, but AI has already been used here for marketing and PR purposes.
Analysing data
AI has long been used in the planning and evaluation stages to analyse press coverage and social media conversations to gain insights into what people are saying about a brand, product, or service.
The latest AI tools have the entire World Wide Web as their data set. This information can be used to create more effective PR campaigns, as it helps companies understand their target audience's preferences and opinions.
Traditional metrics such as media impressions and click-through rates provide a limited view of the impact of PR efforts. AI algorithms can provide more sophisticated metrics, such as sentiment analysis and the impact on sales. This allows companies to more accurately measure the ROI of their PR efforts and make data-driven decisions about future campaigns.
Testing parameters
Some clients have started deploying AI chatbots not only for customers, but also for handling media enquiries with the ability to provide information to journalists and other stakeholders immediately.
While this works for generic enquiries, it can be frustrating when it fails to provide what’s wanted and on occasion can even backfire, for example in the event of a crisis.
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AI’s real value for crisis communications is in prevention and early management. If a product recall or unexpected negative news story is out there, AI will find it by monitoring news and social media channels 24/7.
Alerting us of a potential crisis early on enables a faster and more effective response, minimising reputational damage.
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It’s inevitable that we will see rapid widespread adoption of AI in the same way that smartphones have become a ubiquitous part of our daily lives.
But while AI can provide valuable insights and automate certain tasks, it will reach defined and learned limits. It cannot replicate the creativity and intuition of human PR professionals.
Japan in particular remains, for now, the land of business cards, trusted personal networks and ‘nomikai’ meetings over drinks.
The companies that will survive this transformation are those that incorporate AI as a tool to enhance their business value, not replace it.
At Smith & Edit, we are ready to adapt.
Together with our clients, we are working to ensure a future where we leverage the combined power of artificial and human intelligence to win business in Japan.
Contact us now to find out more about how we can help.
Disclaimer: This blog post was co-authored by a friendly robot!
